The domestic August mobile phone shipment data shows that Xiaomi's mobile phone has achieved a year-on-year growth of 7.1%. This is the second time it has rebounded after more than two years. This is a hard-won achievement for Xiaomi after suffering.
In the third quarter of 2014, Xiaomi mobile phone won the world's third place and domestically produced first place. After that, it was replaced by Huawei and fell to fourth place. Although Xiaomi's mobile phone shipments continued to grow in 2015, the growth rate was lower than that of Huawei. It has further consolidated its position as the first domestic product and the third global product.
Xiaomi’s previous achievements mainly relied on Internet marketing. However, since 2016, the focus of the domestic mobile phone market has shifted to the offline market. In particular, OPPO and vivo have finally reaped fruitful results in the third, fourth and fifth tier cities for many years. By 2017, OPPO and vivo have more In the domestic mobile phone market respectively won the top two.
After the domestic mobile phone market shifted to the offline market in 2016, Xiaomi also rebounded in 2017 through the rapid construction of Xiaomi homes, but failed to return to the glory of 2014. In contrast, Huawei’s channel construction in the offline market is much stronger than that of Xiaomi. Huawei launched the Thousand County Plan. With the success of Huawei’s Thousand County Plan, together with the advantages of OPPO and vivo in the offline market. Squeezed, Xiaomi mobile phones continued to decline, and by the second quarter of this year, the share of Xiaomi mobile phones in the domestic mobile phone market had fallen below 10%.
In 2019, due to well-known reasons, Huawei's mobile phone business shifted its focus from the overseas market to the domestic market. Huawei's mobile phone shipments increased rapidly, and Huawei's mobile phone share in the domestic market surged to 46%. In addition to Xiaomi's continued decline in shipments, The market share of OPPO and vivo continued to decline, but OPPO and vivo performed much better than Xiaomi. In the second quarter of this year, the market share of OV was nearly twice that of Xiaomi.
The decline of Xiaomi mobile phones in the domestic market forced it to continue to adjust its business. At the end of 2018, the Xiaomi brand and the Redmi brand operated independently. The Xiaomi brand focused on the high-end mobile phone market, and the Redmi brand focused on the low-end mobile phone market.
In 2019, Xiaomi launched Mi 9 in an attempt to hit the 3,000 yuan price range. Although it has achieved some results, it has failed to make a breakthrough in the high-end mobile phone market. By the time the Xiaomi Mi 10 launched this year, relying on the 100-megapixel camera and the technological innovations made by Xiaomi in shooting technology, the Mi 10 Pro won the first place in the well-known shooting performance test software DxOMark, and Xiaomi finally has outstanding innovative technology.
At that time, Huawei's high-end mobile phone P40 series raised prices again. Among them, the standard version of P40 broke 4000 yuan and caused dissatisfaction among domestic consumers, while Xiaomi Mi 10 occupied the position of 3999 yuan. In the first half of this year, on several e-commerce platforms, the sales of the Mi 10 series surpassed the P40 series. During the 618 period, the sales of the Mi 10 Pro surpassed the Huawei P40 Pro. Xiaomi finally gained a foothold in the high-end mobile phone market.
After gaining a foothold in the high-end market, Xiaomi continued to break 5G mobile phone price records in the low-end market, and introduced some innovative shooting technologies into low-end mobile phones. Xiaomi seemed to have a firm foothold in the low-end market. According to data from an e-commerce platform in August, six of the top ten best-selling mobile phones are Xiaomi phones.
Xiaomi mobile phones, which have established a firm foothold in the high-, middle- and low-end mobile phone markets, finally ushered in a rebound in August. Data shows that among the top five in the domestic mobile phone market, only Huawei and Xiaomi phones have achieved positive growth, while vivo, OPPO, and Apple’s Shipments have all declined, showing that the performance of Xiaomi phones is still quite good.
The industry expects that due to the problem of chip supply in Huawei mobile phones, Xiaomi mobile phones are expected to replace Huawei mobile phones and become the top three in the world. Xiaomi mobile phones have already maintained a growth momentum in overseas markets. If it rebounds in the domestic market, then it will indeed have a chance to rank among the top three in the world in the fourth quarter of this year.
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